Situation
After GM emerged from bankruptcy, the company found itself facing several public policy challenges around the nation that had the potential of threatening its turnaround. Automobile dealer trade associations in several states were pushing for dramatic changes in franchise law that would have significantly driven up GM’s operating costs.
Strategy
Navigators Global developed a series of high-impact print and radio ads in Massachusetts, Colorado, Kentucky, Ohio and Virginia that educated lawmakers in these states about the negative impact of the proposed bills on GM’s ability to support good-paying jobs in their states and how the bills would ultimately harm consumers through higher vehicle prices.
The advertising campaigns in each state were supported by an aggressive media relations push that included op-ed columns, editorial boards and traditional story placements.
Outcome
Navigators Global was successful in helping GM win meaningful amendments to the state bills to reduce their costs and keep GM moving forward to sustained profitability.
